Consumers Like Personalization But Not With Purchased Data: Twilio Segment Report
There’s less surprise in the personalization surveys, which consistently show that consumers want personalized treatment but still care about privacy. Twililo’s State of Personalization 2022 reports increases 62% of consumers will be less loyal to brands that fail to deliver a personalized experience, up from 45% in 2021. But 65% worry data is being collected without their permission and just 40% trust brands to use it responsibly. On the bright side, 63% are okay with personalization so long as it’s based on data a brand has collected rather than purchased.